Wineware

Paid advertising campaign overhaul

Fresh Egg has significantly increased conversions and return on investment (ROI) in paid advertising for Wineware.co.uk, while reducing CPA by 98%.

The challenge

Wineware, one of the leading wine accessory suppliers in the UK, tasked Fresh Egg with creating a paid advertising campaign using Google Adwords. Fresh Egg was required to demonstrate the tool’s value, build traffic and increase clickthrough to Wineware.co.uk, and generate an increasing volume of conversions without increasing the cost per acquisition (CPA). As this campaign was set up as a trial, these challenges needed to be met within a very limited budget.

The key project features

FAt the beginning of the campaign, Fresh Egg split the budget between PPC advertising and product listing ads (PLAs); the strategy here being to build up enough data to confidently make informed decisions before making any significant changes.Two months into the campaign, it was determined that PLAs were performing significantly better than the pure PPC ads. As a consequence of this, all PPC activity was paused and the budget put into PLAs.

The results

After pausing PPC activity and allowing the PLAs to run alone, the number of conversions and conversion value, significantly increased: a 4,814% increase in number of conversions, and a 660% increase in conversion value across a five month period.Across the same period, CPA was decreased by 98%.Return on ad spend (ROAS) and ROI also improved significantly month-on-month. At the beginning of the campaign, ROAS (including management fee) was at 45% and increased to 77% after five months, while ROI increased from -20% to 136% across the same period.